패션브랜드와 패션일러스트레이션의 콜라보레이션 사례 분석 -디자인 표현 특성을 중심으로-

Abstract

As consumer interest in creative and artistic fashion content grows, fashion illustration has become a key communication tool in brand collaborations. This study analyzes the expressive characteristics of collaborations based on fashion illustration that span various artistic genres and possess both popular and commercial appeal. It examines a selection of cases involving domestic and international illustrators working with fashion brands, focusing on the visual features and artistic techniques used in co-created fashion items. A qualitative analysis of selected works, including garments and accessories like bags, scarves, and shoes, was conducted. Through visual and compositional evaluations grounded in design principles, four key expressive characteristics were identified: the use of diverse lines, creative color harmony, the fusion of heterogeneous materials, and varied screen compositions. These findings indicate that fashion illustration enhances brand identity and emotional resonance in fashion items by integrating artistic elements into commercial products. The expressive features uncovered in these collaborations not only reflect the unique styles of illustrators but also enhance the storytelling and aesthetic competitiveness of fashion brands. This study offers foundational insights that can guide future collaborations between fashion illustrators and brands, positioning fashion illustration as a valuable cultural and marketing asset in the fashion industry.